Central European Business Review Vol. 3 No. 2

Loyalty Programs in E-commerce and their Perception by the Young Adult Internet Population

DOI: https://doi.org/10.18267/j.cebr.79

[full text (PDF)]

Radek Tahal

One of the topical themes of today´s marketing is customer loyalty. There are many tools that can be used to attract a customer and make him loyal. Most frequently applied are special loyalty programs. Some of them are well designed; others are often difficult to understand and they do not bring positive effect. This paper concentrates on e-shop loyalty programs with regard to the young generation of customers. Based on primary data, the goals of e-shops’ loyalty programs are compared to the loyalty benefits preferred by customers. Whereas e-shop providers often remunerate their customers on the scheme of cumulative purchase history, customers appreciate an instant reward, regardless of whether it’s small or not.

Keywords: Customer satisfaction, loyalty, loyalty program, online retail

JEL Classification: M31

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